The world's first all-LEGO ad-break to air this weekend

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The world’s first entire LEGO ad break celebrates the theatrical release of Warner Bros.’ The LEGO Movie

To promote the theatrical release of Warner Bros.’, The LEGO Movie, Omnicom Media Group’s PHD has put together an entire ITV ad break which re-creates existing TV ads in LEGO.

Three advertisers will be immortalised in LEGO in the (centre) ad-break of ITV’s Dancing on Ice on Sunday 9th February, with the fourth and final ad in the break being the exclusive trailer for the movie which is released in the UK and Ireland on Friday February 14th.

The advertisers who are giving their latest ads the LEGO treatment are Confused.com, Premier Inn and BT.

To align the ads even more closely with the movie, characters from the movie will appear on screen between each advert.

PHD conceived and planned the break with Warner Bros. and, in partnership with ITV and sister content specialist agency Drum, sourced the production partners to re-create the work. The LEGO ads have been re-created by ITN Productions and Bricksports.

The LEGO® Movie, from Warner Bros. Pictures and Village Roadshow Pictures is the first-ever, full-length theatrical LEGO® adventure and is directed by Phil Lord & Christopher Miller. It stars Chris Pratt, Will Ferrell, Elizabeth Banks, Will Arnett, Nick Offerman, Alison Brie and Charlie Day, along with Liam Neeson and Morgan Freeman.

The original 3D computer animated story follows Emmet, an ordinary, rules-following, perfectly average LEGO minifigure who is mistakenly identified as the most extraordinary person and the key to saving the world. He is drafted into a fellowship of strangers on an epic quest to stop an evil tyrant, a journey for which Emmet is hopelessly and hilariously underprepared.

PHD’s head of planning, David Wilding said “To support the launch of a movie in which the whole world is made of LEGO bricks, we came up with the idea of transporting ITV viewers there, taking iconic characters and talent such as Confused.com’s BRIAN the Robot, the BT flatmates and Lenny Henry and giving them the LEGO treatment. It’s a testament to the strength of the idea, just how much passion, energy and sheer enthusiasm every partner in this project has put in and we can’t wait to see the results.”

LEGO ads on ITV this weekend

BT

Alex Lewis, VP, Director of Marketing, Warner Bros. said “The LEGO ad break is an inspired and truly innovative media first, one the that captures the very essence of the LEGO Movie and does a brilliant job of amplifying this eagerly-awaited title.”

Fiona Creedon, head of advertising at Confused.com said “Confused.com is delighted to have BRIAN the Robot participate in such an innovative TV advertising break. Seeing him immortalised in LEGO bricks represents an iconic moment for the brand. We’re thrilled that BRIAN has been given such a brilliant opportunity as he continues on his mission to save customers money.”

David James, BT Consumer Marketing Director said: “We are delighted to be able to partner with Warner Bros. on the release of The LEGO Movie. Remaking our current ‘flatmates’ advert in LEGO bricks, has been a lot of fun and is a great opportunity to make our customers smile. We are very pleased with how the final ad looks.”

LEGO ads on ITV this weekend

Confused.com

Russell Braterman, Premier Inn Brand Marketing Director comments; "To see our latest TV ad in LEGO bricks reflects the multi-channel approach we have adopted for our latest campaign - I love the innovative and relevant media first of the advert break. Our recently launched ad, which focusses on our dedication to ensuring guests have a Good Night's Sleep, features Lenny Henry on a tour of the UK in his Premier Inn bed. So we are looking forward to seeing some of the UK's most iconic landmarks immortalised in colourful LEGO bricks."

Kim Gilroy, Account Sales Manager at ITV, said: “We are thrilled to be working with Warner Bros. and PHD to launch this exciting campaign. This partnership is a great example of what ITV can do for brands to bring truly unique experiences to viewers.”

LEGO ads on ITV this weekend

Premier Inn

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I never watch programmes live on commercial channels, I SKY+ them, then skip the ads: this time I'll SKY+ Dancing on Ice and skip the programme :-)

16 comments on this article

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By in United States,

In the first image - it looks like the floor is somewhat flat but has an image of studs on it.
I don't recall seeing this in any of The LEGO Movie clips.
Are we going to see this in the movie or is it just in the commercials?

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By in Canada,

The movie is CGI, these are stop-frame so will look totally different.

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By in United Kingdom,

What time will it be? I don't want to watch Dancing on Ice just to catch this ad break!

Thanks.

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By in United Kingdom,

Will be using sky + so the kids can watch it as well.
Thanks.

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By in United Kingdom,

I don't have a TV. I hope they go onto youtube or available on catch up!

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By in United Kingdom,

What a brilliant idea! It's bound to appear on YouTube afterwards I'm sure.

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By in United States,

@lomis
I believe that's an upside-down baseplate

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By in United Kingdom,

Why would they use an upside-down baseplate?

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By in Netherlands,

It doesn't look like an upside-down baseplate to me, but @gingerlad: it would give more freedom of placement of the minifigs (and furniture etc.).

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By in United Kingdom,

Is this in the normal show or the results?

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By in United Kingdom,

Was wondering the same, main show 3 ad breaks down (centre included) and no sign of any Lego, and I am having to sit through the rest of the show which is actually quite entertaining.

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By in United Kingdom,

Finally and was worth the wait, will not spoil it for anyone that has not seen it yet, but very well done, and more than the 3 companies mentioned above.

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By in United Kingdom,

I thought it was quite good as well as the LEGO movie trailer. :)

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By in United Kingdom,

Very clever.
i was paying more attention to the Lego aspect than the individual companies concerned though.
Be curious to see what non-Lego people made of it.

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By in United Kingdom,

The amount of 'Non-Legoists' that have texted me to say how awesome it was is quite a surprise.... Quickly followed by "Is it wrong I want to see this Movie?" Haha!!

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